Manchester United, the English soccer giants, have announced sports betting brand Betway as their new training kit sponsor under a lucrative multi-year deal.
Through the new agreement, the Betway logo will feature on the training kits of the club’s men’s and women’s teams. The brand will also feature prominently on matchdays at Old Trafford and the Progress with Unity Stadium, home of the women’s side.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The deal is reportedly worth £20 million ($26.9 million) per year and is claimed to be the biggest standalone training kit or playing shirt sleeve deal in world soccer.
As part of the tie-up, struck with Betway’s parent company Super Group, the bookmaker has been designated as the club’s official principal partner and exclusive global betting partner.
Betway becomes a principal partner alongside the team’s kit supplier Adidas and primary front-of-shirt sponsor Snapdragon.
The agreement, which begins with the 2026/27 season, sees the partnership with Manchester United become Betway’s biggest sponsorship investment to date and adds the Premier League side to a sports portfolio that includes top-flight soccer, Formula 1, international rugby union, cricket, basketball, and tennis.
Marc Armstrong, chief business officer at Manchester United, said: “The scale of our exciting new partnership reflects our growth strategy, the enduring global strength and appeal of Manchester United, and our ability to attract leading brands that want to engage with our vast worldwide fanbase.”
Neal Menashe, chief executive officer of Super Group, commented: “Manchester United’s global reach, particularly with their massive fanbase across Africa, aligns perfectly with our key markets.
“The Premier League is the world’s most-watched domestic football competition and provides a powerful platform to connect with fans globally. We’re excited to see the Betway brand showcased at Old Trafford, and beyond, as part of our ongoing presence in English football’s top-flight.”
Manchester United had been searching for a replacement training kit sponsor since their previous agreement with Tezos expired in June 2025. The club failed to land a new partner throughout the 2025-26 season.
The Tezos contract was also thought to be worth in the region of £20 million a year.
The Betway deal could cause controversy with Manchester United fans after top-flight clubs voluntarily voted to ban gambling companies featuring on matchday kits from the start of the 2026-27 season.
The ban is specific to front-of-shirt deals but still permits agreements with betting brands on shirt sleeves and training kits.
Despite the ban, Premier League clubs are still maintaining close relationships with betting companies through these assets.
Late last month, Kaizen Gaming, the operator of the Betano sportsbook brand, stepped back from front-of-shirt coverage to become Aston Villa’s new sleeve partner.
